Suzanne Whitby
Leading sustainability communicator shares secrets of living intentionally in a climate crisis
I’ve been an independent professional for over 20 years, with 14 of those focused on sustainability and climate. This work can be energising and rewarding, but it also demands a thick skin. You face naysayers, online trolls, and even well-meaning friends and family who might avoid you if your passion feels overwhelming. Then there are companies and organisations that speak loudly about sustainability while acting in direct opposition to their claims.
Walking the talk is equally challenging. My family and I have made significant changes to how we live and work—far from perfect, but intentional. However, these choices can sometimes alienate others. For instance, giving up our car to reduce reliance on fossil fuels has meant unspoken tensions with friends who own multiple vehicles. It’s painful to find yourself uninvited from gatherings because your choices remind others of their own.
"There have been moments when I’ve wanted to give up, both my career and lifestyle choices. The relentlessness can feel overwhelming. What keeps me going is surrounding myself with people who “get it.”"
There have been moments when I’ve wanted to give up, both my career and lifestyle choices. The relentlessness can feel overwhelming. What keeps me going is surrounding myself with people who “get it.” I hesitate to say “find your tribe,” as this puts you at risk of communicating in a “bubble”, or living in an echo chamber. Instead, I seek a balance—a mix of people who like and support me for who I am, not just for what I believe. These relationships allow me to vent, reflect, and recalibrate. Some commiserate, others challenge me, but all remain on my side.
Taking intentional breaks is also crucial. Long walks, time by the ocean, playful moments with friends—all help me regain perspective. Sometimes, the difference between burnout and breakthrough is simply giving yourself space. Despite the challenges, I love what I do. It’s like being a child in a sweet shop—so many ideas to explore, challenges to tackle, and creative approaches to try out. While uncertainty and “wobbles” are inevitable, they’ve never been enough to make me give up. The possibilities are just too exciting.
"While change-making focuses on the big picture, much of life is about small, immediate acts of care"
One rarely discussed aspect of change-making is how isolating it can be. Without a strong support network—whether professional, personal, or community—it’s easy to feel alone. Ironically, it’s also easy to isolate yourself. Passion for change can become all-consuming, leaving little room to connect with others who might not share your urgency.
We also forget that for many, simply managing day-to-day life is challenging enough. While change-making focuses on the big picture, much of life is about small, immediate acts of care—ensuring someone has food, a bed, or the security of a group. Striking a balance between working for a better future and staying present in the here-and-now is essential but often overlooked.
The good news is that humans are social creatures, and the need for connection is powerful. Recognising the risk of isolation allows us to be intentional about maintaining relationships—whether that’s a professional network, close friends, or community ties. When we nurture these bonds, we’re better equipped to keep going, both as individuals and as change-makers.
Suzanne Whitby is a communication specialist, futures thinker, and sustainability catalyst. She offers over 20 years of international experience in communication in (almost) all its forms, and since 2012, she has been aligning her work with her vision of co-creating hopeful, sustainable futures. She runs several businesses and initiatives. In her free time, Suzanne is an avid reader, walker, and "gatherer of people". She moonlights as a performing oral storyteller. And she's working on a PhD part-time, focusing on multi-sensory storytelling and pro-sustainability actions. She is South African, lives in Austria with the love of her life, and does her best to tread lightly on the earth.